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Intuit by Softrend: how 3D visualization simplifies product presentation

Posted on 15 Apr 2024
Image1. 3D image created by Nordic Render for Intuit by Softrend. Source: Nordic Render private collection 2024

“In the furniture industry, 3D modeling is a handy, quick and cost-effective way to visualize furniture models and coverings to give customers an idea of the range of choices.”

– Triine Casdagli, Marketing Manager, Intuit by Softrend

About the client

Intuit by Softrend is an office furniture manufacturer that grew out of Softrend, the soft furniture manufacturer. Focusing on the efficiency of workspaces and breakout areas, Intuit helps to put together office design solutions and furniture use, striving to achieve the best working atmosphere. Intuit handcrafts furniture in its Estonian factory to suit the customer’s needs. Intuit by Softrend’s product range is characterised by modularity and family ownership. This is why the number of individual products ranges up to a few hundred and the selection of fabrics reaches almost 1000 names.

Client request

Intuit approached Nordic Render to create 3D images of furniture for their online shop. Triine from Intuit continues: “We wanted the impression of the product that the customer chooses via the online shop to be as genuine and natural as possible, but it is not economically feasible to produce and shoot such a large selection in advance.”

Why did the client decide to request 3D images?

“3D visualization of furniture models is also used by our product designers in the product development process to create a product vision. However, our in-house resources are limited for the finishing touches that provide a sense of life, and for the 3D images we create for sales materials and the online shop, we need external help,” Triine explains. “In the furniture industry, 3D modeling is a handy, quick and cost-effective way to visualize furniture models and coverings to give customers an idea of the range of choices. 3D visualization also facilitates the presentation of products, especially during the launch phase of new products, when we do not produce all the modules of the range of choices. However, in sales materials, it is necessary to create a realistic idea of the product by displaying them in modular assemblies. It is also relatively easy to have a 3D image background created according to context and desire,” adds Intuit’s Marketing Manager.

The initial query from the client

The initial query sent by Intuit was clear and detailed for Nordic Render. Kert, the Project Manager, continues: “We received information that Intuit had a trade fair coming up in Sweden, which made us work hard to get the project ready and to create very good 3D visuals. We know how important it is for a company to have a personal, high quality and memorable marketing material” Our project manager and the designer received the following information from Intuit in order to improve the collaboration: a deadline, real-life photos of the products or product prototypes, an excel sheet with material, dimensions and detailed information, the Intuit brand book (style book) to understand better their identity and character, and physical fabric samples that were under constant research on our designer’s desk.

Image 2. Physical materials received by Intuit by Softrend. Source: Nordic Render private collection 2024

Stages of cooperation

Kert, the Project Manager, describes the process of the collaboration as follows: “Intuit came to us with a request and we figured out how we could reach the client’s goal in the best possible way. Intuit wanted to have 3D images without a decorative background. After our proposal, we had a meeting with Intuit so that the designer and the client could understand each other. The communication was very direct and easy as both offices are located very close to each other in Haabersti (Tallinn). In the Softrends’ showroom, we were able to see Intuit’s real-life colours, model differences and other details. Then we started working on 3D modeling and asking for constant feedback from Intuit on both colours and materials, to make sure everything was right from the start.”

Final result               

By the end of the project, we were able to produce studio renderings (3D images) for Intuit with and without decorative backgrounds. We also created some variations – sets with table, without table; furniture with shadow, without shadow and in different colours. The collaboration was very exciting for Kert: “I got a fascinating insight into Intuit’s product development process, furniture production and the development of new concepts with sales. The company is constantly innovating and thinking outside the box, which supports the creation of new ideas. The concept they offer is also something exciting in the furniture market – it is definitely easier and more secure for the customer if different pieces of furniture have already been mixed and matched by experts in their field (Intuit designers).”

The Project Manager adds: “The end result was the completion of a larger amount of 3D material. The result was a large amount of 3D content. Intuit has unlimited possibilities to showcase its products. Today, it is possible to realize all subsequent ideas and visions with these same 3D materials, or 3D models – for example, to add backgrounds, visualize entire workspaces and rest areas, refine and modify completed 3D models, create entirely new ideas and products, or create animations and vivid shots of products in action.”

Image 3. An example of a 3D render without background for Intuit. Source: Nordic Render private collection 2024
Image 4. An example of a 3D render without background for Intuit. Source: Nordic Render private collection 2024

Comments from the Nordic Render designer

Nordic Renders’ designer Nadezda feels that the physical samples and materials helped her the most in the 3D modeling and visualization process. “What makes the work easier is that I can see the furniture in real life, check the small details and fabrics. Also the feedback from the client was really thorough, detailed, it’s very easy to communicate with the client,” Nadezda describes. She also adds that every time she works with Softrend she learns something new, whether it’s modelling techniques, 3D texturing (covering a 3D object with different textures) and ways to adjust the light.

Image 5. Nordic Render designer Nadezda in the middle of the project. Source: Nordic Render private collection 2024

Customer feedback

Intuits’ comment on the cooperation: “The overall satisfaction with the work has been very positive. Nordic Render has always found a way to accommodate us in terms of time when we are very busy with a job. The job gets done very well. If there is a wish to add something, for example how to present our products more attractively, we get additional suggestions from them. Often we don’t even know what 3D can do, and what is being applied in the furniture industry in other parts of the world, from an artistic and creative point of view.”

The advantage of 3D images over studio images

Finally, let’s summarise the solutions or possibilities offered by 3D images over studio images (photos taken by a photographer).

To start with, the choice between 3D visuals or a photographer to present your products depends largely on your objective. If you want images of products that don’t yet physically exist, 3D visualization is the ideal solution. If, on the other hand, you want to see your product in the hands of an influencer or you have a product that is difficult to model in 3D, a photographer can help.


1. 3D visualization and 3D renderers have no limits. 3D software and programs can create any background or product, from any view or angle.

2. With 3D images, there is no need to carry products to a studio or clean them up to create product photos. The finished product, prototype or idea of a product can be located even in Australia – the 3D capability allows you to create the visuals to your specification.

3. 3D visualization allows you to create many variations of a single product. You don’t need to produce the same couches with different fabrics to present it. In 3D, we can make a single sofa in 100 different shades and looks, without it actually existing.

4. 3D visualization can help bring your ideas to life. Sometimes you may have ideas, but not really detailed and solid visions of how they should look or fit in real life. That’s where a 3D designer can help you with a visionary eye.

5. Some projects need pictures of different products taken in exactly the same place and as similar as possible – this is easier and cleaner to achieve with 3D.

Image 6. An example of a 3D render with background for Intuit. Source: Nordic Render private collection 2024
Image 7. An example of a 3D render with background for Intuit. Source: Nordic Render private collection 2024
Image 8. An example of a 3D render with background for Intuit. Source: Nordic Render private collection 2024

Do you need a partner to realize your idea? At Nordic Render, we think along with you throughout the entire collaboration and we consider it important to keep an eye on your progress and success even after the project is over.

Contact Kert Klementi, Nordic Render’s Managing Director and Project Manager, by email or by phone +372 56201287.